2011 Salary Survey of social business professionals from the 2.0 Adoption Council. For more information, visit http://www.20adoptioncouncil.com/

1. IT TAKES senior level direction TO unleash The 2.0
Adoption
Council
the benefits of workforce collaboration DachisGroup
Better business, designed.
New salary and career research from The 2.0 Adoption Council shows social business is maturing.
There is a myth in the marketplace that 2.0 adoption can be
driven from the ground up, with no formal structure in place
for organizational acceptance or strategic imperative. The
truth is that our member survey demonstrates that senior
level professionals are directing staffs and worldwide teams
with engagement strategies and legacy integration programs.
The 2.0 Adoption Council is the among people who have
premier “club” for early adopters. self-identified that this is their job.
And while this survey was short —
just three questions — the data is Depending on the emphasis of the
very pure. It serves as an impor- company and its vision, social
tant “mythbuster” in our space. business can emerge as a strategic
imperative in any organizational
Discussions at the CEO and Board domain. The mix of our member-
level regularly involve 2.0 Adop- ship demonstrates that all work-
tion Council members. On average, forces have a uniquely common
they are managing million-dollar denominator: quite simply, social
annual budgets on the roadmap business is about people.
toward introducing social business See the next page for a visualization of
to their organizations. This is the salary data and a few key insights
what’s happening on the ground from the survey...
by XPLANE | Dachis Group
©XPLANE 2011

2. Who’s responsible for social business? The 2.0
Adoption
Council
DachisGroup
Better business, designed.
$400,000
Here are our key takeaways from The 2.0 Adoption Council salary survey.
SENIORITY Departmental variety Vision
With 94 member responses, our median salary landed While still well represented, IT departments are no Innovation
at $114,750 — Director level. Note how the bottom area longer the sole purveyor (or gatekeeper) for valuable organizations
of the chart is almost completely empty. Translation: productivity, knowledge-sharing and intellectual will be key
Working on 2.0 initiatives is not a “social sandbox” for capital assets. Today, 2.0 transformation in the large drivers for
tire- kicking, groundswell, low-level employees. enterprise is fairly distributed throughout departments. social biz
$300,000 (KM too).
$260k
$240k INNOVATION
median SALARY: $150,000
HR OVERALL median SALARY:
$220k Median SALARY: $105,500
CORPORATE
$114,750 COMMUNICATIONS KNOWLEDGE
$200k OPERATIONS
median SALARY: $121,000 MANAGEMENT
median SALARY: $162,500
median SALARY: $96,750
$180k
IT LEARNING
Median SALARY: $117,189
$160k MARKETING median SALARY: $118,750
Median SALARY: $105,000
$140k
$120k
$100k
$80k
$60k
each dot represents a member’s salary (in U.S. dollars)
$40k
each area represents the salary span for members’ departments STRATEGY
Median SALARY: $121,500
R&D
$20k median SALARY: $80,000
SALARY
by XPLANE | Dachis Group
©XPLANE 2011
www.20adoptioncouncil.com | www.xplane.com | www.dachisgroup.com